| ve said before, I like to mix concept development | | | | to use one of those telephone book CD's to develop |
| lessons in with real life opportunity. I have a new one | | | | a mailing list to test. The product is also unique |
| today for you to learn and possibly earn from. | | | | enough to get some free press. |
| A few weeks ago some friends invited my wife and | | | | My next thought goes to future sales, what to sell |
| I to go with them to a comedy club. As we were | | | | these people next. How about their own six pack of |
| sitting at the table having a drink, our conversation | | | | beer. Bottles of beer with fancy labels personalized |
| turned to a neon beer sign on the wall. I said if I ever | | | | with their name as the brewer. Or maybe |
| built a bar in my house I'd like to have a neon beer | | | | personalized beer mugs, or cocktail napkins. Maybe |
| sign on the wall behind the bar. My friend mentioned | | | | you could tie in a micro beer of the month feature. |
| he just missed buying one at an auction for a friend. | | | | Yep, plenty of options here. |
| A "Fosters Beer" one. | | | | So far so good. But what about having the signs |
| We have a friend in common whose last name is | | | | made? Then I thought about all the neon sign makers |
| Foster and he just happens to be finishing off his | | | | I've seen around town. I bet one or more of these |
| basement and he's putting in a bar. Then I started | | | | artists are looking for more work. If I were to outline |
| thinking, wouldn't that be cool, having a neon beer | | | | the idea to one of them, and ask if they would be |
| sign at your bar, and the name of the beer is the | | | | interested in designing such a sign that could be |
| same as your last name. I'd like one. Then I thought | | | | interchangeable with different names, (starting with |
| -- I bet a lot of people with bars would like a neon | | | | your own) with the possibility of making and selling a |
| beer sign featuring their last name. Maybe they | | | | lot more, I would find someone happy to do it. |
| wouldn't even need to have a bar to want one. I | | | | You just witnessed a brainstorm that developed a |
| know custom or personalized stuff is popular. Just | | | | core product for making money with direct |
| think how many people have personalized license | | | | marketing. One that would be cheap to test and has |
| plates on their car. Neon is also very popular. I now | | | | big potential. For those of you that are looking to |
| realize I'm on-to a pretty good idea. | | | | develop your own thing, remember to consider the |
| Then I remembered a mail order item from the | | | | possible use of other peoples skills. In most cases, |
| sixties that made a guy a lot of money. (know your | | | | teaming up with someone helps a lot. Also keep an |
| MO history) He sold family crests and coat of arms | | | | eye open for what's popular and how it can be |
| posters that hung on the wall -- by mailing to lists of | | | | applied to other things. We know that personalization |
| people that shared the same last name. The same | | | | is always popular, we see examples of it everyday. |
| basic concept as this idea. He'd pick a popular last | | | | We also see that neon is once again very popular. So |
| name, then got a list of everybody he could with the | | | | are micro beers. This is history repeating itself. Learn |
| same last name. He then had his product customized | | | | from it. |
| to that particular last name and sold it like crazy. | | | | Yea! Yea! Yea! But will this sign idea make someone |
| When that surname stopped making money he went | | | | money? I can't predict absolute success or failure, no |
| to the next. | | | | one can. Success depends on more things than just |
| What if somebody was to offer neon beer signs | | | | the product. But, this idea has a lot of favorable |
| customized with peoples last names. You could easily | | | | points. Enough points that if I had the time, I would |
| get a mailing list of people selected by last name, | | | | try it. The losses are minimal if it doesn't work. If it |
| that have either shown an interest in personalized | | | | does work, the total universe of potential customers |
| stuff, have bought bar supplies, or beer making | | | | is fantastic. In my opinion the rewards outweigh the |
| supplies. (There's other criteria you could look for | | | | risks. |
| too) | | | | The only problem I see is shipping, glass is fragile. But |
| Then send a personalized and limited time offer to | | | | you might make a positive out of this by shipping the |
| these people. An offer featuring a beautiful photo of | | | | sign in a big fancy wooden crate, maybe stenciled |
| the one and only beer sign that bares their name. | | | | with the last name giving it value...and signifying it's |
| Showing how great it would look on their wall, behind | | | | importance. Maybe the shipping crate could be also |
| their bar. Wouldn't their friends be impressed, what a | | | | made to double as a wine rack. All said and done, the |
| conversation piece. | | | | launching of any new concept, division, or catalog, |
| The up-front costs to test the idea are also good. By | | | | ends with somebody having the guts and making the |
| concentrating on one last name at time, you only | | | | decision to...Do It! |
| need to design and make one sample sign in the | | | | As a final reminder, remember that this is a |
| beginning to use for promotional photos. The | | | | demonstration in brainstorming that can be applied to |
| template for making the sign would be used over | | | | many things; you don’t have to work in neon |
| and over. | | | | or beer signs, just plug the concept into the toolbox |
| Your only other up-front costs for testing the idea is | | | | of your mind for future reference to apply to your |
| printing, mailing and list rental. You may even be able | | | | own particular business and thought processes. |
